Sex in Consumer Culture The Erotic Content of Media and Marketing PDF
Preview Sex in Consumer Culture The Erotic Content of Media and Marketing
SEX IN CONSUMER CULTURE The Erotic Content of Media and Marketing This page intentionally left blank SEX IN CONSUMER CULTURE The Erotic Content of Media and Marketing Edited by Tom Reichert UniversityofGeorgia Jacqueline Lambiase TexasTechUniversity New York London SeniorAcquisitionsEditor: LindaBathgate AssistantEditor: KarinW(cid:2)(cid:3)(cid:2)gBates CoverDesign: KathrynHoughtalingLacey TextbookProductionManager: PaulSmolenski Full-ServiceCompositor: TechBooks Thisbookwastypesetin10/12pt.Palatino,Italic,Bold. ThetitlesweretypesetinFranklinGothic,BoldandheadsinPalatino,Bold,BoldItalic. Copyright c 2006byLawrenceErlbaumAssociates,Inc. Allrightsreserved.Noparto(cid:4)hisbookmaybereproducedin anyform,byphotostat,microform,retrievalsystem,orany othermeans,withoutprior(cid:5)(cid:6)(cid:2)(cid:3)(cid:7)npermissiono(cid:4)hepublisher. First published by LawrenceErlbaumAssociates,Inc.,Publishers 10IndustrialAvenue Mahwah,NewJersey07430 This edition published 2012 by Routledge Routledge Routledge Taylor & Francis Group Taylor & Francis Group 711 Third Avenue 2 Park Square, Milton Park New York, NY 100017 Abingdon, Oxon OX14 4RN LibraryofCongressCataloging-in-PublicationData Sexinconsumerculture:theeroticcontentofmediaandmarketing/edited byTomReichert,JacquelineLambiase. p. cm. Includesbibliographicalreferencesandindexes. ISBN978-0-8058-5090-1 (casebound:alk.paper)—ISBN0-8058-5091-0(pbk.:alk.paper) 1.Sexinadvertising. 2.Sexinmassmedia. I.Reichert,Tom. II.Lambiase,Jacqueline. III.Title. IV.Series. HF5827.85.S496 2006 659.1—dc22 2005016938 Contents Foreword ix Preface xiii List of Contributors xvii 1 Peddling Desire: Sex and the Marketing of Media and Consumer Goods 1 Tom Reichert and Jacqueline Lambiase Part I: Sexualizing Media 2 Using Sex to Sell Movies: A Content Analysis of Movie Trailers 13 Mary Beth Oliver and Sriram Kalyanaraman 3 Seduction, Shock, and Sales: Research and Functions of Sex in Music Video 31 Julie Andsager 4 Voluptuous Vixens and Macho Males: A Look at the Portrayal of Gender and Sexuality in Video Games 51 Stacy L. Smith and Emily Moyer-Guse´ 5 Sex and the Marketing of Contemporary Consumer Magazines: How Men’s Magazines Sexualized Their Covers to Compete With Maxim 67 Jacqueline Lambiase and Tom Reichert 6 From Sideline to Centerfold: The Sexual Commodification of Female Sportscasters 87 Jamie Skerski v vi CONTENTS 7 Selling Spanish-Language Programming: A Comparison of Sex and Gender in Univision and NBC Promotional Announcements 107 Jami A. Fullerton and Alice Kendrick Part II: Sexualizing Products 8 Sexual Content of Television Commercials Watched by Early Adolescents 125 Carol J. Pardun and Kathy Roberts Forde 9 Sexually Oriented Appeals on the Internet: An Exploratory Analysis of Popular Mainstream Web Sites 141 Artemio Ramirez, Jr. 10 Taste Matters: Bikinis, Twins, and Catfights in Sexually Oriented Beer Advertising 159 Jason Chambers 11 From Polo to Provocateur: (Re)Branding Polo/Ralph Lauren With Sex in Advertising 179 Tom Reichert and Tray LaCaze 12 Where Are the Clothes? The Pornographic Gaze in Mainstream American Fashion Advertising 199 Debra Merskin 13 The Logic of Pornography in Digital Camera Promotion 219 Jonathan E. Schroeder and Pierre McDonagh Part III: Sexualizing People 14 Erotic Encounters: Female Employees and Promotional Activities 245 Jacqueline Lambiase 15 The Fetishization of People and Their Objects: Using Lovemaps to View “Style” From the New York Times Magazine 263 Stephen J. Gould CONTENTS vii 16 Race and Gender in Advertising: A Look at Sexualized Images in Prime-Time Commercials 281 Dana E. Mastro and Susannah R. Stern 17 “Getting a Bit of the Other”: Sexualized Stereotypes of Asian and Black Women in Planned Parenthood Advertising 301 Diane Susan Grimes 18 Homoeroticism in Advertising: Something for Everyone With Androgyny 319 Gary Soldow 19 Searching for Love and Sex: A Review and Analysis of Mainstream and Explicit Personal Ads 337 Larry Lance Author Index 353 Subject Index 363 This page intentionally left blank Foreword Pleaseallowmetobeginbybeingsubjectiveandwaxingnostalgic.More specifically,Iwouldliketocompareandcontrasttheeroticenvironment ofmychildhoodwiththatwhichprevailsasmychildrenreachmaturity. MYYOUTH Igrewuponafarm,soformesex—realsex,noterotica—wasaneveryday partofreality.Whenacow“camein”(i.e.,reachedestrus),wemadesure abullwasavailableto“serviceher,”andwesatonthefencetowatchand makesurethejobwasdoneright.Weboardedafinestalliononourfarm, sothetriumphantwhinnythataccompaniedthesuccessfulmountingofa receptive filly was a regular part of my farm music. My beautiful Collie, Duchess,hadmorethanahundredpuppies,andweneverownedamale dog;so,promiscuitywasacommonoccurrence,theprimaryramification ofwhichwasthatIhadtofindhomesformoresquirmingfurballsthanI everwanttoremember.Someofourneighboringfarmfamilieshadfrom sixto10children.Soyes,sexwasrampantandbirthcontrolwaslargely absent;butIdonotremembersexeverbeing“anissue.” Thiswasalsothecaseformypersonalsexualsocialization.Mymother was a school librarian who often used her first-born as a test reader for potentiallycontroversialnovels,sowereadtogetheranddiscussedwith candorBettySmith’sATreeGrowsinBrooklyn,HenryMiller’sTropicofCan- cer,andmanyothernovelswithsexualthema.Whenitcametimefor“that” talkwhenIwas8,myfatherpulledoutthesexeducationmaterialshehad usedwithmilitarypersonnelpreparingtogoonleaveinParisafterWWII, completewithaudio-visualaidsandcannedjokes.I’llneverforgethisice- breakingjokeabouthowtouseacondom:“Youtaketherubberoutofits wrapper,putitontheheadofyourpenis,andunrollit—untilyourunout ofpenisorrunoutofrubber.”Envisionthiscompletewithanaccompany- ingdiagram,andyou’llgetanaccuratesenseofmyfirst“birdsandbees” discussion. ix
The list of books you might like
